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More than ever, architectural design is seen as a means to promote commercial goals rather than as an end in itself. Frank Gehry’s Guggenheim Museum in Bilbao, for example, simply cannot be considered apart from its intended role as a catalyst for the economic revitalization of Bilbao and its ability to attract tourist dollars, regardless of its architectural merits. A built environment intended to seduce consumers is more likely to offer instant gratification than to invite independent thought and reflection. But how harmful, if at all, is this unprecedented commercialization of architecture? 

Framed with a provocative introduction by Kenneth Frampton, the contributions to Commodification and Spectacle in Architecture stake out a variety of positions in the debate over the extent to which it is possible—or desirable—to escape from, resist, or suggest plausible alternatives to the dominant culture of consumer capitalism. Rejecting any dreamy nostalgia for an idealized present or past in which design is completely divorced from commerce—and, in some cases, celebrating the pleasures of spectacle—the individual essays range from indictments of particular architects and critiques of the profession to broader concerns about what the phenomenon of commodification means for the practice of democracy and the health of society. 

Bringing together an impressive and varied group of critics and practitioners, Commodification and Spectacle in Architecture will help to sharpen the discussion of how design can respond to our hypercommodified culture. 

Contributors: Michael Benedikt, Luis Fernández-Galiano, Thomas Frank, Kevin Ervin Kelley, Daniel Naegele, Rick Poynor, Michael Sorkin, Wouter Vanstiphout. 

William S. Saunders is editor of Harvard Design Magazine and assistant dean for external relations at the Harvard Design School. He is the author of Modern Architecture: Photographs by Ezra Stoller. 

Kenneth Frampton is Ware Professor of Architecture at Columbia University Graduate School of Architecture, Planning, and Preservation and author of many books, including Labour, Work, and Architecture.

Three decades after the publication of Arlie Russell Hochschild’s The Managed Heart, the processes of commodification of emotion she wrote about now reach into all areas of labor processes, extending even to private life and intimate relationships. The contributors to this volume take up her concepts to study the diversity of this economic intrusion into family, education, and nursing in the service sector as well as into corporate management. Aside from the powers and interests that force these developments, these essays argue, there are also productive uses and active resistances to them.   

Recent decades have seen an upsurge in visitation to rock art sites as well as an increase in commercial reproduction of rock art and attempts to understand the meaning and function of that art within the indigenous cultures that produced it. What motivates this growing interest and what do these interpretations and appropriations of Native American petroglyphs and pictographs reveal about contemporary cultural dynamics? Focusing on the southwestern U.S., this book critically examines the contemporary implications of the interpretation, appropriation, commodification, and management of indigenous rock art.
 
Neither archaeological interpretations nor commercial reproductions of rock art operate in a cultural vacuum. Both the motivation to seek out rock art and the specific meanings attached to it are deeply embedded in narratives about Native Americans already created by anthropologists, archaeologists, photographers, novelists, film and television producers, the tourism industry, and New Age discourse. For those interested in rock art as a window into indigenous cultures of the past, our contemporary projections of meanings are of great concern. Applying the tools of critical/cultural studies to both academic and popular discourse, Rogers explores the implications of such projections for rock art studies, contemporary gender dynamics, and the neocolonial relationship between Euro-Americans and Native Americans.
 

In this revealing social history, Daniel Thomas Cook explores the roots of children’s consumer culture—and the commodification of childhood itself—by looking at the rise, growth, and segmentation of the children’s clothing industry. Cook describes how in the early twentieth century merchants, manufacturers, and advertisers of children’s clothing began to aim commercial messages at the child rather than the mother. Cook situates this fundamental shift in perspective within the broader transformation of the child into a legitimate, individualized, self-contained consumer.

The Commodification of Childhood begins with the publication of the children’s wear industry’s first trade journal, The Infants’ Department, in 1917 and extends into the early 1960s, by which time the changes Cook chronicles were largely complete. Analyzing trade journals and other documentary sources, Cook shows how the industry created a market by developing and promulgating new understandings of the “nature,” needs, and motivations of the child consumer. He discusses various ways that discursive constructions of the consuming child were made material: in the creation of separate children’s clothing departments, in their segmentation and layout by age and gender gradations (such as infant, toddler, boys, girls, tweens, and teens), in merchants’ treatment of children as individuals on the retail floor, and in displays designed to appeal directly to children. Ultimately, The Commodification of Childhood provides a compelling argument that any consideration of “the child” must necessarily take into account how childhood came to be understood through, and structured by, a market idiom.

Did socialist policies leave the economies of Eastern Europe unprepared for current privatization efforts? Under communist rule, were rural villages truly left untouched by capitalism? In this historical ethnography of rural Hungary, Martha Lampland argues not only that the transition to capitalism was well under way by the 1930s, but that socialist policies themselves played a crucial role in the development of capitalism by transforming conceptions of time, money, and labor.

Exploring the effects of social change thrust upon communities against their will, Lampland examines the history of agrarian labor in Hungary from World War I to the early 1980s. She shows that rural workers had long been subject to strict state policies similar to those imposed by collectivization. Since the values of privatization and individualism associated with capitalism characterized rural Hungarian life both prior to and throughout the socialist period, capitalist ideologies of work and morality survived unscathed in the private economic practices of rural society. Lampland also shows how labor practices under socialism prepared the workforce for capitalism. By drawing villagers into factories and collective farms, for example, the socialist state forced farmers to work within tightly controlled time limits and to calculate their efforts in monetary terms. Indeed, this control and commodification of rural labor under socialism was essential to the transformation to capitalism.

At the heart of today’s fierce political anger over income inequality is a feature of capitalism that Karl Marx famously obsessed over: the commodification of labor. Most of us think wage-labor economics is at odds with socialist thinking, but as Martha Lampland explains in this fascinating look at twentieth-century Hungary, there have been moments when such economics actually flourished under socialist regimes. Exploring the region’s transition from a capitalist to a socialist system—and the economic science and practices that endured it—she sheds new light on the two most polarized ideologies of modern history.
            Lampland trains her eye on the scientific claims of modern economic modeling, using Hungary’s unique vantage point to show how theories, policies, and techniques for commodifying agrarian labor that were born in the capitalist era were adopted by the socialist regime as a scientifically designed wage system on cooperative farms. Paying attention to the specific historical circumstances of Hungary, she explores the ways economists and the abstract notions they traffic in can both shape and be shaped by local conditions, and she compellingly shows how labor can be commodified in the absence of a labor market. The result is a unique account of economic thought that unveils hidden but necessary continuities running through the turbulent twentieth century.